2016 Winners & Shortlists

DARK IFTAR

Gold

Case Film

Presentation Image

BrandCOCA-COLA MIDDLE EAST
Product/ServiceCOCA-COLA
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryUse of Events and Stunts
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency 2 FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Dubai, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES

Brief Explanation

Research shows that it only takes 7 seconds to form a prejudice based on someone’s appearance. We wanted to challenge people to set their natural prejudices aside and see others for who the truly are, not merely who they appear to be. This flies in the face of everyone’s basic instincts, so we needed to dramatically illustrate just how wrong these first impressions can be. We wanted to get people to think twice before they themselves resorted to jumping to conclusions about others in the future. So we hosted an Iftar in the dark.

Results and Effectiveness

•53.9 million impressions •$30.7 million worth of PR and earned media •Over 18 million YouTube views (Coca-Cola’s 2nd most viewed video globally, of all time) •Over 25,600 online articles generated •AdWeek’s 2nd most viral video of 2015 •97% positive sentiment score •Coca-Cola Consumption Intent score increased +51% vs. Ramadan 2014 •Coca-Cola Brand Love score increased +15% vs. Ramadan 2014 •Coca-Cola’s brand equity score of Bringing People Closer Together increased by +39% vs. Ramadan 2014 •35% engagement rate on Facebook and 33% on Twitter

Creative Execution

In order to maximize the credibility, reach and efficiency of the campaign, we decided to invite well known social media influencers to be the guests at the Dark Iftar. We wanted to use the organic reach of their followers to give the campaign critical mass from the beginning and minimize media expenditure. We also sent the limited edition ‘No Labels’ can to key media influencers to make them feel involved and prompt them to comment on the campaign within their own channels. It worked. Less than 30% of the video’s more than 18 million views were paid, with the rest coming through organic shares and earned media. Over 25,600 articles were written about the campaign around the world.

Insights, Strategy and the Idea

Coca-Cola is not the market leader in the Middle East, so they constantly need to find ways to relate to their audience and to get their audience to relate to them. Demonstrating to them that they share the same values, not only of their audience but also of Ramadan, helps in achieving this. Social media helped us achieve this. It’s one of the most direct media channels available, especially when content is shared by peers. It makes people feel selected, rather than just part of a collective. And it allowed us to demonstrate the issue, rather than just talk about it.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sascha Kuntze Memac Ogilvy Creative Director
Sarah Bamford Memac Ogilvy Art Director/Copywriter
Gavin Stradi Memac Ogilvy Copywriter
James Alfred Memac Ogilvy Agency Producer
Tarek Shawki Memac Ogilvy Business Director
Sarah Sherif Memac Ogilvy Account Manager
Sami Moutran/Shefali Vyas/Charlotte Tansill/Dalia Halabi Ogilvy Public Relations PR Director/Account Director/Group Account Director/Account Manager
Paul Banham FP7 Executive Creative Director
Tahaab Rais FP7 Regional Head of Strategic Planning/Creative Strategy
Tarek Ali Ahmad FP7 General Manager – Business Unit
Josephine Younes FP7 Associate Creative Director
Nayaab Rais FP7 Associate Creative Director
Aya Shedid FP7 Account Director
Sameer Ketkar FP7 Senior Designer
Tolga Cebe/Islam ElDessouky/Wasim Basir Coca-Cola Middle East Marketing Manager/IMC Manager/IMC Director
Effie Kontopoulou/Amina Ijaz/Ibrahim Wagdy Coca-Cola Middle East Marketing Manager/Brand Manager
Manasvi Gosalia/Pratixa Kanojia/Mazen Fayad Dèja Vu Executive Producer/Producer/Director
Antoine Challita/Marsha Hofstee/Elias Elkoussa/Ricardo Campo Perez/Abed Daya Um Regional Business Director/Media Director/Associate Director/Digital Manager/Media Supervisor
Farah Ibrahim/Tammam El Atrache/Carla El Hachem/Khaldoun Zaghir/Hazem El Ghousin Um Media Planner/Media Executive/Media Executive/Head of UM Society/Social Media Executive